Agency: 1576 Advertising, Feather Brooksbank | Authors: Ruth Lees |
'And Now for the Weather...'
Exceeding Expectations in a Difficult Environment
The Overall Argument
This paper will demonstrate that in a particularly difficult and challenging economic and physical climate, the Scottish Tourist Board (SIB), via a new advertising campaign, managed to exceed its own targets for Autumn Gold Brochure requests and shift perceptions towards Scotland as a short break holiday destination favourably after only one burst.
The Campaigns Objectives
To increase propensity to visit Scotland and to help turn that propensity into action.
The role for the advertising
- To project...